Decision-makers could loosen the restrictions on advertising so that the rules would be fair for all companies based in Finland or elsewhere. Further restrictions should be considered very carefully.
“We are confident that this government understands better than the previous ones the importance of Finnish-owned media that operate here either in Finnish or Swedish. I'm sure that something will happen next spring after Vanjoki's task force delivers its report in December and the parliamentary task force delivers its report early next summer. But this is all just talk, it is action that counts.”
Federation lobbies for changes in media's operating environment
To the public, the Federation of the Finnish Media Industry appears as an organisation that publishes expert opinions. Viitasaari explains that the Federation's main lobbying method is to meet decision-makers as early as possible so that its members' views can be made known before the decisions are made.
“If they end up making stupid decisions, at least they do so knowingly,” he says.
Viitasaari thinks that the Federation is like a cost item in the profit and loss account: it tries to minimise costs, remove restrictions and make its operating environment fairer and more competitive. The income items such as investments and innovation are mainly dealt with by the member organisations.
The Federation also uses various channels to share its views. Viitasaari describes himself as a messenger who focuses on the positive side of digitalisation.
“I have also highlighted the strength of the printed media. Everyone swears by digital media but it would be best to combine print, digital and mobile media with face-to-face meetings and other channels depending on the context. Using hybrid media is the best way to get your message to the public.”